This study is significant i n providing certain possible theoretical guidance to the print advertising practitioners to design successful advertisi ng texts. Analysis of presupposition and its function in advertisement. I show that, since stalmaker fails to distinguish a from b, this. This paper gives a brief introduction of pragmatic presupposition and analyzes its functions in advertising. Presupposition and advertising language zhang li, heng gui zhen dept. Based on pragmatic presupposition, this report examines the characteristics of advertising language of the french brand. Pragmatic functions of presupposition in advertising. Frequently asked questions faqs list of ug coordinators. The present paper will attempt to see whether arabic presupposition has these functions. Rather, a presupposition should be studied from a pragmatic perspective or approach.
This article refers to the historical and theoretical background of the study of presupposition and indicates pragmatic functions of presupposition in advertising english. One of the goals of the present study is to investigate the notion of presupposition that can be achieved in the different kinds of media ads in. A metapragmatic analysis of presupposition in advertising. Presupposition, advertising language, pragmatic presupposition function, strategy resume.
Others consider natural language richer than and different from the language of formal logic, but not inferior, and urge the independent investigation of natural logic as something distinct from formal logic. A proposition p is a pragmatic presupposition of a speaker in a given context just in case the speaker assumes or believes that p, assumes or. Presupposition characterized by potentiality and implicitness provides possibility for the application of some of those strategies. Language decides on how the advertisements can attract the consumer.
Typically, if a sentence s has a semantic presupposition p, and a speaker asserts s, then the speaker pragmatically presupposes p. It allows speaker to communicate more than one presupposition with a single sentence. Presupposition has a great deal of importance in persuasive language, particularly in advertising language. Pragmatic functions of presupposition in arabic 305 mainly meant to produce the maximal advertising effects on consumers. However, it soon emerged that there are several types of presuppositions and that they arise from a variety of lexical and syntactic sources. By presenting advertising examples in the process of analysis, the author hopes that the paper can be some help of designing advertising language. Pragmatics concerns the relation of signs to their interpreters 8. Advertising language indicates the pragmatic psychology and strategy of the advertisement editor. Pragmatic functions of presupposition in advertising english. An analysis of types of presupposition in time magazine. The language of print advertising abounds with pragmatically motivated phraseological units pus such as. One could try to insist on a nonstandard interpretation of the logical account, where the. When a person says something makes an utterance, the meaning of that sentence has to do with the words, etc, but the meaning only exists within the. Normally, people spend little time on reading the advertisements in magazines or.
Presupposition, language and linguistic competence, semantics and pragmatics, descriptions, and. The word presupposition comes from the verb presuppose which means to assume, suppose or postulate beforehand. From the pragmatic perspective, the dissertation attempts to study how advertising language exploits presupposition and implicature in order to help advertising obtain the best effect. People are making choices of adaptable language in the process of using language,where metapragmatic awareness exists in the way of directing and controlling continually,the function of which could be seen eventually in the pragmatic level. Reality presupposition is one sort of advertising pragmatic. A presupposition is a background belief something that sits, unsaid, and helps provide meaning about what a person says. Presuppositions are implications that are often felt to be in the background to be assumed by the speaker to be already known to the addressee 7. Toward a pragmatic understanding of advertisements advertising, psychology and pragmatics 2. Read the bulletpoint statements and try to detect the presuppositions in each. Index introductionpsychology of advertising looking beyond the frame why pragmatics. Advertisements cannot develop without language presupposition. Human is using language entirely as a means of communication. The notion of presupposition emerged originally from a concern in philosophy with the nature of reference and referring expressions. We can say that the presupposition that the interlocutor speaks english, like the presupposition that the interlocutor is interested in what the speaker or writer has to say, is a conversational presupposition or, following stalnaker 1972.
A study of presupposition and implicature in advertising. Thus, presupposition is something the speaker assumed to be case prior of making utterance yule 1996. Pragmatic presupposition 7 advantages to a pragmatic approach 1. Maxims violations, 3 presupposition is also a very frequent strategy exploited in the language of advertising. A discourse approach to advertising language antony flergin department of linguistics, bharathiar university, coimbatore, tamil nadu46, india available online at. A study of pragmatic presupposition in advertising language downloads. I apply this to stalnakers defense of van fraassens theory of semantic presupposition against karttunen. Chapter ii includes notion of pragmatics, notion of presupposition, and notion of. Presupposition definition and meaning collins english. Background on presupposition one of the most influential theories of presupposition is that of stalnaker 1973, 1974, 1978. Pragmatics together with understanding of psychology helps advertisers to inform. Presupposition and negation journal of semantics oxford.
As for the characteristics of pragmatic presupposition,we refer to two basic attributes which are felicity and mutual knowledge. Presupposition is an effective to serve advertisements in order to attract. More narrowly, the study investigates the possibility of identifying presupposition as a kind of pragmatic inference. In the case of negation, however, the two meanings are closely related, both truthconditionally and incrementally. A new journal of creative writing and multilingual arts. I show that, since stalmaker fails to distinguish a from b, this defense. The ambiguity of negation in natural language is different from the ordinary type of ambiguity found in the lexicon. Presupposition and implicature stanford university. An analysis on pragmatic presupposition in cosmetic. To assist you in detecting the different types of presupposition common in natural language some useful and illustrative examples follow. How to get this dissertations electronic documents. Pdf the role of presupposition in the discourse of advertising.
Semantic accounts are potentially compatible with pragmatic ones, in the sense that using a presupposition trigger is an excellent way to achieve the speaker action of presupposing. Therefore presupposition is frequently employed in order to enhance the informative and persuasive function of advertising language implicitly because pragmatic. On the basis of the consumption psychology of the receiver, the advertisement editor has achieved remarkable effects with the constant use of presupposition, such as. Keywords context dependence, common ground, indexicality, conversational implicature, presupposition, speech. Presupposition is frequently employed in order to enhance function of advertising language implicitly because of its own special properties and characteristics. This paper attempts to explore the possible functions of presupposition in print. Advertisements have to promote their products to the consumer. The book provides a compelling analysis of the language of advertising, and an. The emphasis of this paper is placed on presupposition and its pragmatic functions of advertising language from three angles.
This paper will discuss in detail how presuppositiontriggers help advertising language satisfy the adv ertising needs and achieve advertising goals. It also analyzes the impact of pragmatic presupposition on the advertising language and puts forward three functions of pragmatic presupposition concerning cosmetic advertising language. Elsevier journal of pragmatics 26 1996 475523 focus, pragmatic presupposition, and activated propositions matthew s. According to the pragmatic conception, however, the sentence does suffer from presupposition failure, because the presupposition is not true across the contextset moreover, since it is false across the contextset, it cannot be easily accommodated.
An analysis on pragmatic presupposition in cosmetic advertising. Presuppositiontriggers and the linguistic features of print. Usually advertisers are not allowed to make direct assertion about their product. A proposition p is a pragmatic presupposition of a speaker in a given context just in case the. Chen xinren1998 thought pragmatic presupposition owns three unique properties. Presuppositions in strategies of pragmatic maneuver in.
Advertising language, discourse approach, persuasiveness of language. I argue that a the phenomenon characteristic of pragmatic presupposition, is distinct from b the phenomenon characteristic of semantic presupposition, and that there are sentences exhibiting a alone. Lexical alternatives as a source of pragmatic presuppositions. Relevance theory and the language of advertising, centre for language and communication studies, occasional paper no. The language of advertising is basically persuasive. Pragmatic functions of presupposition in advertising english 2. Dryer department of linguistics and center for cognitive science, state university of new york at buffalo, buffalo, ny 14260, usa received july 1994. As a very important topic in linguistic, especially in pragmatics, presupposition is frequently employed in order to enhance the effects of persuasion. Keenan 1997 holds that in presupposition in language, semantic presupposition and pragmatic presupposition and semantic presupposition. Normally, lexical ambiguities are idiosyncratic, highly contingent, and unpredictable from language to language. Conversational implicatures are pragmatic inferences.
The strategies are studied through systematic analysis and demonstration from different perspectives in this thesis. It is possible for the constraints on presupposition to vary from context to context, without requiring variation in the semantic interpretation of what is said. File type pdf pragmatic functions of presupposition in advertising english pragmatic functions of presupposition in 2. The language of print advertising abounds with pragmaticallymotivated phrase ological.
Analysis of pragmatic presupposition in cosmetic advertising. A pragmatic analysis of presuppositions in web based. Pragmatic properties of idiom modifications in the language of. A presupposition is something that you assume to be true, especially something which you. The study aims to enrich the study on the practice of pragmatic presupposition and provide a reference for the effective advertising marketing of cosmetics. Referring to historical and theoretical background of the study of presupposition, this dissertation gives a. They can generally make indirect assertion, through presupposition. I seek to identify unifying themes among these concepts, provide a highlevel guide to the primary literature, and relate the phenomena to issues in computational linguistics. People are making choices of adaptable language in the process of using language,where metapragmatic awareness exists in the way of directing and controlling continually, the function of which could be seen eventually in the pragmatic level. Proper exploitation of pragmatic presupposition is a kind of strategy in communication revealed in advertising language. A pragmatics theory on television advertising request pdf. Presuppositions in strategies of pragmatic maneuver in print.
Presupposition as a kind of pragmatic strategy is frequently used by advertising language. Advertisers frequently use presupposition in language to help advertising to realize its. John knew that there was a mountain behind the house. A1, hongsongyuanbeili, dongba, chaoyang district, beijing, china.
What is a presupposition and why is it important in. Soames is a superb collection of essays by one of the worlds leading philosophers of language. Presupposition meaning in the cambridge english dictionary. Presuppositiontriggers and the linguistic features of. Lam 2009 looked upon the functions of presupposition in food advertisements and how and what ads reflect in the hong kong culture.